The role of social media on the effectiveness of political marketing in tanzania: The Case of 2015 Tanzania Presidential Election

This study examined the role of Social media in the effectiveness of political marketing in Tanzania, the case being the 2015 Tanzania Presidential election. The study was conducted in Dar es Salaam city, Tanzania focusing in Temeke, Ilala, Kinondoni and Ubungo municipalities. The study had three specific objectives. The first was to assess the extent to which social media’s awareness creation among voters and political mobilization contributes to political marketing. The second objective established the extent to which social media`s uploading and posting news, photos and videos contribute to political marketing. The third objective ascertained the extent to which social media’s searched, received and shared political news updates, photos,videos and online opinion polls contribute to political marketing. Through self-administered questionnaires, this study used a total number of 107 respondents who were conveniently selected. The data collected were summarized, coded and statistically analyzed using SPSS analytical software.Through quantitative analysis,data were analysed using frequencies, mean and standard deviation.Advanced analysis was conducted through correlation and multiple regression analysis. The findings of the study revealed that the three independent variables, namely; social media’s awareness creation, social media’s posting and uploading political news,photos and videos as well as social media’s searched, received and shared political news were positively related to the effective political marketing. Nevertheless, only two variables,namely social media’s posting and uploading political news, photos and videos as well as social media’s searched and shared political news had significant positive influence on political marketing. From the findings of the study,it is recommended that political parties should fully integrate social media in their election campaigns with the use of online and offline channels,such that in conducting political marketing or campaigns, traditional media such as Television and radio broadcasting should go hand in hand with social media sinceeach channel has impact on specific targeted eligible voters aged 18 years and above during the Elections. Also emphasis should be placed on social media’s posting and uploading political news, photos and videos as well as social media’s searched and shared political news because they have the greatest influence on the effective political marketing.